By Sahil Patel
Financial terms of the deal were not disclosed, but Recode reports that the deal is in the neighborhood of $50 million.
For AOL, the acquisition will expand the content management tools it offers to publishers and media partners. The exchange will also plug into AOL’s One by AOL offering, which will centralize all of the company’s ad-tech capabilities under one platform.
For those not familiar with Vidible, the exchange enables content owners to sell their content to interested buyers, while also having control over where it gets syndicated to. Publishers are able to log into the exchange and search for individual videos, or include a tag that automatically runs relevant and recommended videos.
Vidible says its exchange serves more than 2 billion video views per month, and adds 3,000 new videos every day. Headquartered in Bellevue, Washington, the company had raised close to $3.5 million from a group of investors that included Greycroft, IDG Ventures, and The New York Times.
AOL has been building its video business through a series of acquisitions. It began with 5min, which it acquired for $65 million in 2010. Last year, it spent more than $400 million on Adap.tv, which has been crucial to AOL’s entry into the programmatic advertising business.